We all get spam email. We also get abandoned cart reminders, newsletters & special offers. It’s difficult to imagine your inbox without a sprinkling of marketing messages. Is there space in crowded inboxes for your offers? As a web design company with many successful digital marketing clients, we say yes every time.
Email marketing is direct marketing using an electronic channel instead of via the postal service. Commercial email messages with company branding are sent to a group of customers or potential customers to promote products or services and to develop relationships with clients. Examples include newsletters or special offers.
However, email marketing is also when emails with similar messages and your branding is sent to people one at a time according to automated triggers. For instance, abandoned cart messages, event reminders, birthday messages or download links.
Clearly, this is not a job that can be done manually.
Compared to other types of marketing, emails reach more customers for less, making it accessible to cautious businesses or those with a small budget. Email marketing is unlike Pay Per Click (PPC) or sponsored posts on social media that can eat up your budget before showing results.
2. Return on Investment (ROI)
The Direct Marketing Association (DMA) reports that email marketing has an average return on investment of 38:1. To put this into perspective, businesses make an average of €2 in revenue for every €1 they spend on Google Ads.
It makes sense to get assistance with maintaining your email list, segmenting it, scheduling mail and creating email triggers. There are many paid and unpaid platforms that will automate the whole process. Mailchimp is one of these.
However, this is just one step in the process. Is your website designed to convert the traffic the campaign will generate? An agency that provides WordPress web design services will prepare landing pages that convert.
What content will you be emailing? It is easy to forget that consistency of your branding plays a big role in the success of your Mailchimp campaigns. The ultimate purpose of your email marketing is to compel the recipient to take action. Often this means clicking through to your website.
When it comes to conversion, email is 40% better than social media marketing. Only 17% of people like to receive promotional content through social media. Most reserve these networking platforms for personal communication. This is where we share photos and videos, exchange messages, and generally keep up to date with family and friends.
In contrast, email is a professional medium. 72% of people are open to receiving both B2B and B2C promotional content through email. Not only do people expect to get information about products and services in their inboxes, they are more likely to take action.